Introducing… our new Research Manager, Kate

It was great to welcome Kateto the team and expand our global footprint to Bristol!

We thought we’d ask her to share a few our her thoughts since joining…

I joined L+LR after spending 8 years working across a number of research agencies, and 5 years at an insight role within a media agency.

My journey took me from London to Australia and back again, then finally I headed over to my home in the south west of England.

I’ve been privileged to work on a wide variety of clients and sectors throughout my career and utilised a broad range of research techniques, This has meant conducting anything from a qualitative brand positioning, through to robust campaign measurement.

I started this role with my own experience of social insights and was intrigued to learn more about the L+LR approach. Having had a couple of months to soak in the ways of working, here are a few reflections….

I’ve been impressed with the way client hypotheses are challenged, and how insights are always developed from a bottom-up consumer language approach, rather than the wording that we as marketeers may assume fits best.

Nuance in language is everything, and the team has made me think a lot more about how we use words and the implications that this has. It’s a useful reminder to read between the lines and think about why a consumer might have decided to include a particular word or phrase.

The rigor which is applied in the coding process is second-to-none. I knew before starting that social data cannot easily be categorised without digesting in a more human way, however, the processes that L+L have implemented not only ensure intelligent categorisation, but quality-check these categorisations with a level of effort that would go completely unknown to clients – so am sharing the secret!

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